WERDI PURNOMO, ARI PRADIPTA (2025) PREFERENSI KONSUMEN DI SURABAYA TERHADAP PRODUK ABON : PENDEKATAN ANALISIS KONJOIN MENGGUNAKAN JUDGMENT SAMPLING. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
This study aims to analyze consumer preferences for the attributes of shredded beef products using the conjoint analysis method. The research was conducted in Surabaya, chosen due to the high level of processed meat product consumption and the diversity of consumer preferences. Data were collected from 100 respondents using the judgment sampling method based on specific criteria, such as experience consuming shredded beef. The analysis results show that the most important attribute in choosing a shredded meat product is its nutritional content, followed by the type of packaging, taste, variety, texture, and net weight relative to the price. The highest preference was found for fish-based shredded meat products with a sweet taste, fibrous texture, high protein content, layered paper packaging, and a net weight of 250 grams priced at Rp35,000. The validity and reliability tests ensure that the research instrument meets data accuracy criteria, with a Cronbach's Alpha value of 0.728. The conjoint analysis model shows high validity, with a Pearson's R value of 0.969 and a Kendall’s Tau value of 0.850. This research provides strategic recommendations for producers to develop shredded beef products in accordance with consumer preferences. Keywords: Consumer Preferences, Conjoint Analysis, Floss Products, Nutritional Content, Marketing Strategies
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) | ||||||||||||
| Divisions: | Faculty of Engineering > Departement of Food Engineering | ||||||||||||
| Depositing User: | ARI PRADIPTA WERDI PURNOMO | ||||||||||||
| Date Deposited: | 04 Feb 2025 04:24 | ||||||||||||
| Last Modified: | 04 Feb 2025 04:25 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34577 |
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